Myntra hits record 60 million users as e-commerce engagement rises

MUMBAI: Shopping carts are rolling faster again. After months of quick-commerce dominating consumer attention, fresh data suggests traditional e-commerce platforms are staging a comeback, with Myntra leading the charge and rewriting its own record books in the process. According to a report by brokerage CLSA, Myntra emerged as the biggest winner in the week beginning 25 May, adding a remarkable 8.4 million weekly active users (WAUs) from a base of 51.5 million. The surge pushed the fashion and lifestyle platform to nearly 60 million weekly active users, its highest tally on record.

The broader e-commerce sector also enjoyed a healthy week. Flipkart added 4.3 million weekly active users, while Amazon gained 2.6 million, signalling renewed consumer engagement across large online marketplaces. Meesho, despite remaining the most-downloaded e-commerce app on a quarter-to-date basis, saw its user base remain largely unchanged during the period.

In contrast, the beauty category painted a mixed picture. Nykaa shed 0.9 million weekly active users, marking its second consecutive week of decline. Meanwhile, Tira Beauty and Purplle remained largely stable. CLSA noted that Nykaa continues to lag peers on a quarter-to-date basis.

The momentum shift comes as quick-commerce platforms appear to be losing some steam after a period of rapid growth. Blinkit’s weekly active users fell by 2.6 million to around 52 million following a recent spike driven by a viral marketing campaign, while most rival quick-commerce platforms remained broadly flat.

Food delivery platforms, meanwhile, found fresh appetite among users. Domino’s Pizza added 1.7 million weekly active users during the week, while Zomato gained 1.2 million. Swiggy Instamart’s engagement levels remained largely unchanged.

The latest numbers suggest consumer attention may be rotating back towards conventional e-commerce platforms after a prolonged phase of quick-commerce expansion. However, CLSA cautioned that weekly active user figures do not necessarily translate directly into order volumes, spending levels or revenue growth.

Separately, ICICI Securities recently identified Flipkart as India’s largest e-commerce platform by gross merchandise value (GMV), estimating its market share at 50-60 per cent. The brokerage said Flipkart added 8.5 million weekly active users and recorded a year-to-date increase of 26.8 million users, the strongest growth among major e-commerce players.

ICICI Securities estimates Flipkart now commands between 220 million and 240 million monthly active users, with the company increasingly focusing on boosting engagement and wallet share among existing customers rather than pursuing large-scale user acquisition.

For now, though, the spotlight belongs to Myntra. In a week where competition remained fierce, the platform stitched together its strongest user growth performance yet, offering a fresh reminder that India’s e-commerce race is far from settled.